An Italian apparel company has won the right to use the name Steve Jobs, reports Italian site la Repubblica Napoli (via The Verge). After a lengthy legal battle with Apple, the clothing co can now freely use the name of the iPhone-maker’s beloved founder in its designs.

After discovering that Apple hadn’t trademarked the brand Steve Jobs, brothers Vincenzo and Giacomo Barbato decided to use the name for their new company in 2012. They also created a logo that resembled Apple’s own—a large J with a leaf and a bite taken out of it.

Apple, of course, sued the pair for using Jobs’ name and a logo that resembles their iconic bitten fruit. The lawsuit focused on the logo, which ended up being a bad idea. The IP Office ruled that since the letter J is not edible, the missing chunk couldn’t be perceived as a bite.

The Steve Jobs clothing company currently produces t-shirts, jeans and other clothing items and accessories, but the brothers say that they plan to produce electronic devices under the brand name as well. “We are working on a line of highly innovative electronic devices.” Oh boy.

Source: Repubblica Napoli

  • Jad Boukai

    There really is power in a name

  • M_Hawke

    Scum thieves.

    • Jerry

      Pure scum these two

      • Julio Camacho

        Why…? Just because they decided to do the same thing apple does. Like they say… beat them at their own game!

      • Yeah two people using an untrademarked name… Oh the villainy of it all! I suppose the only thing worse would be when Steve Jobs stole the trademarked name iPhone.

        Oh well, I bet Cisco is laughing at this turn of events…

      • Chris Angel

        No, theyr are just smart you used these tactics to their advantage. Call them scum but they are smart.

    • Max Sullivan Gates

      i’m italian, and Naple is like saying “the bronx of italy”, it’s an awful city, with thieves, mafia, gangster, killers, etc.. so i’m not impressed if they tried to “be smart badass”, they’re used to it

      • Italians = true OG. Pezzonovante.

    • Anonymouse

      Idiot moron

      • M_Hawke

        Ah, Anonymouse, such a display of intelligence! Breathtaking.

    • You do realize Apple has stolen trademarked names in the past right? Apple didn’t come up with the term iPhone for instance but just took it from Cisco. In this case, Apple didn’t trademark their founder’s name so this is perfectly legal. Idk, I’ll jut chalk this one up to karma 😉

      • M_Hawke

        Karma, whatever…it doesn’t take away the fact that they are scum bags. It may be “perfectly” legal, but it’s immoral. I hope their business fails.

      • So by that logic, you think that Steve Jobs was immoral and hope that Apple fails huh? Or actually, I guess you’d think even worse of Apple since what Steve Jobs did was outright theft as opposed to these two clowns…

      • M_Hawke

        John, you over think. And incorrectly, I will add. And apparently you like to argue.

      • Not particularly. I just assumed you didn’t know that Steve Jobs also stole registered trademarks (more than once). My apologies if I incorrectly assumed you didn’t have such a double standard and that if my attempt to prevent you from saying something super hypocritical came across as argumentative.

  • nonchalont

    Lmao genius marketing around loop holes ….I want a pair of Steve Job Jeans while playing on my iPhone baybuh ?

  • Jerry

    i’m italian, and Naple is like saying “the bronx of italy”, it’s an awful city, with thieves, mafia, gangster, killers, etc.. so i’m not impressed if they tried to “be smart badass”, they’re used to it

  • Iskren Donev

    “The IP Office ruled that since the letter J is not edible, the missing chunk couldn’t be perceived as a bite.”

    I would have loved to be in the courtroom when the above sentence was said out loud ?

  • MeTaLiX

    Why…? Just because they decided to do the same thing apple does. Like they say… beat them at their own game!

  • :D

    The letter J is not edible… lmao

  • malthalus

    Why…? Just because they decided to do the same thing apple does. Like they say… beat them at their own game!

  • The Bad Guy

    Why…? Just because they decided to do the same thing apple does. Like they say… beat them at their own game!

  • Wilber Alexander Flores

    Apple will buy them out and start selling smart clothes

  • Icebox766

    I think the jobs estate should be able to stop them from using the name. But I don’t know EU law.

  • diggitydang

    Bill Gates is running to the Patent Office right now! “Hey, Elon! What’re you doing here?”.

    As an aside, these guys totally suck…

  • The Zlatan

    – Bro, what are you wearing?
    – Steve Jobs.
    – Sick, bro!

  • TK421

    Easy. Don’t buy. They will be out of business and Apple will buy the trademark. And I just trade marked Donald Trump. haha. My logo will be an ass.

  • Mark

    I guess I just don’t get why an Italian clothing firm would use the name of someone who had no fashion sense at all? Jeans and turtle necks. yeah I want to like him. Pass.

  • Italians are true OG. Ftw

  • Riley Freeman

    i think this is offensive. They may being doing it because they were huge steve jobs fans but unless his widow/children gave you an okay, you shouldnt be doing this.

  • Pokie Peaches

    The jean looks like steve’s favorite pants. Hope the make the classic SJ tootle neck also.
    ps: The law sue did nothing but promoted the Italian Steve Jobs fashion line. -Which btw, I’m glade